Holland America Line has kicked off its close-to-home season with the launch of its Australian brand campaign, All That’s Missing is U, reinvigorating the brand in the local market, and bringing "U", the traveller, along for the journey.
The ‘All That’s Missing is U’ campaign calls out the missing ‘U’ in the brand’s tagline, Savour the Journey, appealing to local travellers to do just that with Holland America Line.
Ryan Taibel, vice president of sales and partnerships ANZ at Holland America Line, said Holland America is back to sailing in Australia, and it wants to lean into the human need to be at the centre of the cruising experience - to make sure its guests know they are a part of the journey.
“But there’s just one thing that’s missing for our local guests. Our slogan is ‘Savour the Journey’, and while that’s important to us, we seem to have left out something relevant to our guests in Australia and New Zealand - the letter U,” he said.
“By bringing back the letter U, we’re not only localising our tagline, but we’re demonstrating that all that’s missing from our cruise experience is U, the traveller.”
To bring the campaign to life, Holland America Line held the first event in its ‘Savour Series’ - a series of events, each highlighting a different element of the experience guests can enjoy aboard the Noordam.
To showcase pickleball, an activity popular on Holland America Line ships and a booming sport in Australia, attendees had the opportunity to watch Australian pickleball stars ‘Savour the Serve’ in a tournament overlooking the iconic Sydney harbour.
In Australia, the sport has surged from virtually unknown five years ago to a boom sport, growing 20% a year, according to the Pickleball Australia Association.
With the close-to-home season running from now until April 2024, travellers can choose from a range of enticing seven to 14-day itineraries along the east coast of Australia and New Zealand, crossing the Trans-Tasman Sea.
Taibel as Holland America raise the curtain on its close-to-home season, its excited to unveil a range of enticing itineraries for its Australian travellers.
"And further strengthen our brand awareness in Australia through The Savour Series," he said.
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